Wild Birds Unlimited is a franchise business that specializes in products and solutions to attract wild birds to yards and gardens. The company was founded in 1981 by Jim Carpenter who opened the first Wild Birds Unlimited store in Indianapolis, Indiana after becoming fascinated by bird feeding as a hobby.
How did Wild Birds Unlimited get started?
Jim Carpenter was working as an executive for a company that manufactured rubber processing equipment in the 1970s. As a hobby, he started feeding the birds in his backyard and found it to be a relaxing escape from the stress of work. He soon became fascinated by observing the different bird species that would visit his backyard. At that time, bird feeding was still a new concept and quality bird food and feeders were hard to find. Carpenter realized there was an opportunity to open a specialty bird feeding retail store that offered products to attract specific birds.
In 1981, Carpenter opened the first Wild Birds Unlimited store in Indianapolis with the help of his wife Nancy. The small 900 square foot store focused on bird feeders, bird seed, and other accessories to create bird friendly backyards. Carpenter’s goal was to make bird feeding accessible and enjoyable for people by providing quality products, information, and advice. As hobby bird feeding increased in popularity in the 1980s, more Wild Birds Unlimited stores opened across the country. By the 1990s, Wild Birds Unlimited began selling franchises to allow for national expansion. The company grew rapidly as backyard bird feeding became mainstream. There are now over 270 Wild Birds Unlimited locations across the United States and Canada.
What products does Wild Birds Unlimited sell?
Wild Birds Unlimited specializes in bird feeding products to help people attract and observe birds in their yards. Some of their main product categories include:
- Bird feeders – tube feeders, hopper feeders, window feeders, suet feeders, and more for feeding birds different types of food.
- Bird food – specialty seed mixes, nuts, suet, nectar, etc to attract certain bird species.
- Nesting boxes – bird houses and nesting platforms.
- Bird baths – baths, misters, heaters, and accessories to provide water sources.
- Squirrel solutions – baffles and poles to prevent squirrels from accessing feeders.
- Nature and garden products – plants, outdoor décor like chimes and lanterns, book, and garden accents.
- Optics – binoculars and spotting scopes for bird watching.
The company prides itself on selling specialty products backed by research and expertise to help each customer properly feed and care for the birds. Their staff goes through extensive training on bird feeding techniques to provide custom recommendations for attracting birds. Wild Birds Unlimited also develops their own signature line of bird feeding products.
What services does Wild Birds Unlimited offer?
In addition to products, Wild Birds Unlimited provides services to assist customers with bird feeding and birdwatching. Some services include:
- Bird feeding advice – staff help customers select the right feeders, food, placement tips, and other solutions to attract specific birds.
- Seminars and classes – free seminars on bird feeding topics are offered in stores. Some locations host bird watching classes.
- Backyard habitat information – staff assist customers with improving their yard’s landscape to provide food, shelter, and water sources that birds need.
- Feeder cleaning and repairs – staff help clean and do minor repairs on products.
- Subscription seed delivery – customers can subscribe to receive scheduled deliveries of bird food.
- Birthday parties – some stores host bird themed birthday parties for kids that include crafts, games, feeder making, and feeding birds.
The services aim to educate people on bird feeding best practices so they can enjoy and foster bird life in their yards. Experienced staff make recommendations tailored to each customer’s location and the types of birds they want to attract.
What is unique about their business model?
There are a few key factors that differentiate Wild Birds Unlimited from other bird feeding retailers:
- Specialization – Wild Birds Unlimited focuses solely on bird feeding, care, and birdwatching. They carry far more products and depths of inventory in these categories than general pet stores or big box retailers.
- Premium products – Their products are targeted at hobbyists and emphasize quality, research-backed design, natural materials, and performance to attract birds.
- Customer service philosophy – Staff are highly trained to provide custom advice tailored to each customer’s specific needs and goals for their yard and bird interests.
- Educational mission – The company aims to educate people on proper bird feeding techniques, bird habitat, bird watching, and appreciating nature.
- Hub for birding community – Stores host clubs, classes, events, and seminars to build community around birding as an activity.
This allows Wild Birds Unlimited to provide an unmatched level of expertise and service. The company states their mission as “bringing people and nature together” by fostering passion for bird feeding and birdwatching as lifelong hobbies.
Why is their staff expertise important?
Wild Birds Unlimited prides itself on having the best trained and most knowledgeable staff in the bird feeding industry. Their staff expertise in bird feeding is important for several reasons:
- Provides customized recommendations – Experts can assess each customer’s specific needs and prescribe solutions to attract desired birds.
- Helps customers overcome problems – Staff can troubleshoot issues like squirrels, seed selection, unincorporated feeders, etc.
- Educates about proper techniques – Ensures customers follow best practices for bird feeding and care.
- Staff passion – Enthusiastic experts share their love of birding and make it enjoyable for customers.
- Builds community – Experts engage customers in the birdwatching hobby and connect them with local resources.
Their extensive staff training and bird feeding knowledge is a key competitive advantage. Customers trust Wild Birds Unlimited’s expertise to get the best recommendations and solutions for their unique backyard bird feeding needs.
What is their approach to franchise business model?
Wild Birds Unlimited began franchising in the 1980s to allow for national growth. Their franchise model has the following approaches:
- Local ownership – Franchisees own and operate their store in their community.
- Hands on training – 4 weeks of training at the company’s headquarters.
- Proven systems – Provided operations manual, software, marketing materials.
- Ongoing support – Field support team assists franchisees with ongoing advice.
- Semi-exclusive territories – Franchisees get exclusive territory based on population.
For potential franchisees, Wild Birds Unlimited requires a net worth of $300,000 and liquid assets of $150,000. The initial franchise fee is $18,500. Royalties are 7% of gross sales. The total initial investment ranges from $145,800 to $218,000.
The franchise model allows entrepreneurs to capitalize on the Wild Birds Unlimited brand, while having control over their local business. Customers get the product selection and expertise of a national brand with the convenience of a local store run by community members.
How has the company innovated over the years?
Some ways Wild Birds Unlimited has innovated in the bird feeding industry includes:
- Developing new and proprietary bird feeder designs optimized for different food types and bird species.
- Creating their own signature line of high quality bird food mixes and blends.
- Using natural materials like stained cedar and canvas over plastics.
- Patenting the EcoClean feeder design allowing feeders to be easily washed in the dishwasher.
- Creating online and app tools like the bird identifier and store locators.
- Expanding product assortment into optics, nature gifts, garden décor, and nesting solutions.
The company employs researchers and scientists to continually test and improve products. They hold numerous patents and trademarks on their products and designs. Innovation has helped them continue growing and maintaining a competitive edge even against mass retailers entering the birdfeeding market.
What conservation initiatives do they support?
Wild Birds Unlimited advocates environmental stewardship and supports several conservation initiatives, including:
- FeederWatch – They support the Cornell Lab of Ornithology’s Project FeederWatch which tracks bird populations through backyard observations.
- Glass collisions deterrent – They partnered with the American Bird Conservancy to educate on bird-safe window solutions and sell window decals.
- Habitat restoration – Their franchisees support local habitat restoration efforts through partnerships, donations, and volunteer projects.
- Nature education – Their website provides extensive educational resources on bird feeding best practices and bird conservation.
- Sustainability – Stores recycle used products and promote eco-friendly offerings. Their EcoClean line uses recycled components.
The company believes that engaging people in bird feeding fosters appreciation for nature and inspires conservation. Their brand motto is “Bringing People and Nature Together” which guides their eco-friendly practices.
How did they grow during the pandemic?
The COVID-19 pandemic starting in 2020 sparked a surge in consumer interest in birdwatching and backyard bird feeding. More people spending time at home looked to connect with nature nearby. Wild Bird Unlimited benefited from this trend with increased demand and rapid growth:
- Their sales grew over 20% in 2020 over the prior year despite the pandemic.
- They awarded 93 new franchise locations in 2020 expanding their store count.
- Their ecommerce sales tripled in 2020 with huge online demand.
- They leaned into digital community building hosting livestreams and social media content.
- Their already high service model was suited to safely assisting customers during the pandemic.
Wild Birds Unlimited provided products, expertise, and nature engagement people sought during quarantine. Their specialization in bird feeding perfectly aligned with rising consumer interests. The company met this demand and experienced considerable success even against market instability.
What new directions are they headed in?
Wild Birds Unlimited continues expanding with plans to open more franchise locations across North America. Other areas the company is growing into include:
- Expanding their product assortment with more optics, garden, and gift items.
- Growing their concierge services helping erect bird habitats in customers’ yards.
- Offering more virtual seminars and content through digital channels.
- Partnerships with conservation organizations on habitat initiatives.
- Opening smaller store formats in smaller towns.
- International franchising in new markets like Central America and Middle East.
The company aims to continue being the leader in specialty bird feeding while evolving into adjacent categories. Amid growing eco-consciousness, their mission of connecting people with nature through birds remains highly relevant for future growth.
Conclusion
For over 40 years, Wild Birds Unlimited has grown into the premier specialty retailer for bird feeding equipment, food, and education. Jim Carpenter’s passion started in his backyard leading to a nationwide franchise business. The company’s specialization, premium products, and expert staff have built strong brand recognition. Wild Birds Unlimited innovates and partners on conservation to further their goal of bringing people and nature together through enjoyment of birds.